#Commercial

Here’s a quick example of Gen Y marketing done right, but this isn’t so much to do with the product.

Americans with well worn passports often amaze their less-traveled friends with miraculous tales of a land full of tiny, fuel-efficient vehicles, expensive gasoline and miniature cans of Coke. (Really, those Coke cans are awesome.) The story inevitably ends with, “I wish I could buy X here”. Ford has so far been the most receptive to these cries, with the tasty Euro Focus, Fiesta (and soon the Fusion/Mondeo) to our shores. But what about some fuel-efficient love for the man-in-the-van? That’s where the Transit Connect fits in according to Ford. TTAC is no stranger to the Transit Connect with our own Sajeev Meta taking a spin in 2009. However in this review, we’ll attempt to compare the Connect to the other commercial options on the market while channeling our inner Joe-six-pack.

The Connect is off to a good start, with sales climbing from 8,834 in 2009 to 31,914 in 2011 proving there is a market for a mini-bread-van. The small hauler even accounted for 21.4% of Ford’s US van sales in 2011. Meanwhile, sales of the ancient and thirsty E-Series increased from 85,735 units to 116,874 from 2010 to 2011. By comparison, GM shifted just 89,211 vans in 2011. The reason behind the sales jump is obvious: high gas prices and no efficient cargo haulers to compete with it. But does that mean you should own one?

For a brand that seemingly doesn’t have two nickels to rub together, a Super Bowl ad spot is quite an expenditure. Suzuki, makers of…umm…the GSX-R motorcycle, and some other assorted wares, will be broadcasting an ad during the Super Bowl. Apparently, the products have four wheels, not two. Who knew?

An Ohio judged has ruled [full ruling in PDF here] against Ford in a 2002 case alleging the automaker overcharged dealers by selling commercial trucks at unpublished prices between 1987 and 1998. According to the summary judgement, Ford’s “CPA” program violated its contract with dealers by publishing “unrealistically high” wholesale prices and using “secretive, unpublished discounts” on an uneven basis, thereby overcharging some 3,000 dealers by an average of $1,650 for each of the 474,289 medium- and heavy-duty trucks sold in the applicable time period (about $1.2b of the ruling is for unpaid interest). The story is intriguing in its illustration of the differences between consumer and dealer incentives: while consumer-end incentives can be applied on a market-by-market basis, dealer invoice prices must be evenly applied across all markets according to Ford’s contract with its dealers. The story is also of major significance considering Ford’s still-shaky financial position, with automotive gross cash exceeding total debt by a mere $1.4b. Ford will appeal the ruling, but because the damages awarded are material rather than punitive, an expert tells the Cleveland Plain Dealer, Ford’s appeal could be “interesting.” Which doesn’t sound like great news to us…